STUDY ON PROSPECT OF SUPPLY-CHAIN MANAGEMENT IN AGRICULTURAL CO-OPERATIVE RICE MARKETING

对农业合作稻米营销中供应链管理的发展及其环境进行了为期三年的研究，得出了以下结果。首先，消费者对大米需求的多样化及其在餐饮服务业的消费不断增加，推动了农业合作大米营销的发展。因此，在大米主产区，符合用户需求的收储系统和与各种价格区间相对应的出货系统正成为大米营销的重要技术。然而，农业合作社营销的发展状况因产地或面临的市场形势而不同。以新泻的上沼南农舍为例，它有一些员工只从事促销工作，并扩大了有机农业大米等的销售领域，并根据从农民那里收集的糙米的质量评估，农舍为…提供建议加大对农民的种植力度，确保优质大米的品质。然而，收集到的糙米的分类或基于大米质量评价的对生产者的激励制度尚未出台。究其原因，本农社的营销策略是为了扩大特产等不是主食的高品牌大米“Uonuma Koshihikari”的稳定市场。另一方面，农业合作社“按需生产”的政策在农业合作社的营销活动中通过以下几个方面的工作来推进。首先是与使用目的、价格水平和质量的需求相对应。二是与用户对价格、供给量、质量的稳定交易需求相对应。三是积极向用户推出农业合作社的差异化产品。北海道的Naganuma和Iwamizawa Agri.coop是试图解决这些问题的先驱。在他们的大米营销中，除了宣传生产中心、开拓市场、低价销售外，在整个生产中心提高大米质量、按质量和大米品种分类集货、产品多样化等产品差异化已成为他们大米营销的重要策略。而且，农业合作社在对每个农民的生产控制或监督方面具有更强大的影响力。这些举措可以看作是供应链管理在农业合作稻米营销中的发展。较少

The three-year research on the development of supply-chain management and its circumstances in the agricultural co-operative rice marketing produced the following findings. Firstly, the development of agricultural co-operative rice marketing is promoted by diversification of the rice demand of consumers, and its increasing consumption in the food service industry. Therefore, in the principal production areas of rice, the collection system conforming to the user's needs and shipping system corresponding to various price ranges are becoming important techniques of the rice marketing. However, the development state of agricultural co-operative marketing varies with the production location or the market situation facing the agri.coop. In the case of Uonuma Minami Agri.coop in Niigata, it has some staffs engaging in sales promotion only, and has expanded selling areas of organic farming rice etc. And based on the quality evaluation of collected brown rice from farmers, the agri.coop advises … More improving cultivation to those farmers to guarantee the quality of high brand rice. However, the classification of collected brown rice or the incentive system to the producer based on quality evaluation of the rice has not introduced. The reason is because the marketing strategy of this agri.coop is to expand the stable market for the high brand rice"Uonuma Koshihikari"such as not the staple diet, but the special products.On the other hand, the policy ofrice production according to demand"in the agricultural co-operative association is promoted by the following tasks in the marketing activity of the agricultural co-operatives. The first is correspondence to the needs for using purpose, price level, and quality. The second is correspondence to the stable dealings demand of users about a price, the amount of supply, and quality. The 3rd is to propose differentiated products by the agricultural co-operatives to the users positively. Naganuma and Iwamizawa Agri.coop in Hokkaido are the pioneers attempting to solve these problems. In their rice marketing, in addition to advertisement for the producing center, exploitation of the market, and low price selling, the product differentiation such as the improvement of rice quality all over the producing center, the classification collection of cargo by quality and rice variety, and assortment of products, etc has been the important strategy of their rice marketing. And, the agricultural co-operatives have more powerful influence on the production control or the supervising to each farmer. These movements can be seen as the development of supply-chain management in the agricultural co-operative rice marketing. Less